Set in the rainy and rugged region of Washington State, this spot captures hardworking Americans out in the elements getting their tough jobs done. The commercial authentically captures arborists, dock workers, farmers, and ranchers, to name a few, as they work in the Pacific Northwest’s harshest weather conditions while wearing Carhartt’s durable water repellent Rain Defender work apparel.
Douglas Avery of production house Furlined directed for the client’s in-house Carhartt Creative Department. Overall campaign mantra is “trust your gear–not your weatherman.” This way folks can concentrate on their work rather than the weather forecast. No matter how inclement, Carhartt apparel and gear make that weather irrelevant, allowing workers to do their jobs.
CreditsClient Carhartt Agency Carhartt Creative Department Brian Bennett, creative director/copywriter; Mike Byrne, John Wargo, copywriters; Ron Harper, art director; Randy Meza, producer. Production Furlined Douglas Avery, director; Diane McArter, president; David Thorne, sr. executive producer; Greg Haggart, producer; Max Goldman, DP. Editorial Union Editorial LA Nicholas Wayman-Harris, editor.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More